Percepción de los gestores de las agencias de viajes del cantón Cuenca – Ecuador sobre el uso de la inteligencia artificial para la mejora de procesos operativos

Abstract

The objective of this study is to explore the perception of the managers of travel agencies in canton Cuenca - Ecuador, in relation to the use of artificial intelligence (AI) for the optimization of their operational processes. The research has a qualitative approach, with an exploratory descriptive scope and cross-sectional section. Data were collected through semi-structured interviews with 15 agencies in the city of Cuenca, five of each type: international agencies, dual agencies and tour operators. The information collected was processed using the discourse analysis tool. The application of AI in the tourism sector offers a variety of resources and solutions in various areas, one of them being intermediation. In this context, the role played by artificial intelligence in the operational processes of travel agencies was identified and it was determined how these can be improved. The results obtained revealed discussions about the knowledge and lack of knowledge on the part of travel agencies about artificial intelligence and its potential application in their activities. This research work contributes to understanding the perception of travel agency managers in relation to the implementation of AI-based solutions for the optimization of their operational processes.